Courted hour after hour
Study Women over 45 who run households are particularly fond of TV advertising: they lend it their eyes and ears for up to seven hours a month.
Study Women over 45 who run households are particularly fond of TV advertising: they lend it their eyes and ears for up to seven hours a month. 345 minutes a month - or 5 hours and 45 minutes: that's how much time the average Swiss German aged 3 and over spent on TV advertising alone in 2004. This amounted to a good 11 minutes per day. Advertising consumption accounts for 7.7 percent of total TV usage. A breakdown by age group reveals the following situation: children aged between 3 and 14 are exposed to 174 minutes of TV advertising per month, young people aged between 15 and 24 are exposed to 246 minutes, and adults consume an above-average amount of advertising: 25 to 44-year-olds watch 349 minutes per month, while 45 to 64-year-olds watch 376 minutes. The advertising-relevant target group of 15 to 49-year-olds, on the other hand, watch TV advertising for a below-average 315 minutes.
All of these figures emerge from a Telecontrol analysis carried out by PublicaData (PDAG) for the first time last year. It not only scrutinized the Telecontrol data, but also evaluated dozens of station logs in order to determine all advertising blocks and other forms of advertising (see box on the right) to the second. The result: In total, German-speaking Switzerland was exposed to at least 28,600 hours of TV advertising in 2004. However, only just over half (54.4 percent) of the advertising identified was intended for the Swiss. The share of Swiss advertising in the total advertising consumed was just 48% on average over the year. This means that of the eleven minutes of TV advertising consumed each day, people in German-speaking Switzerland only see around five and a half minutes per day of advertising that is actually intended for them. PDAG defines "TV advertising for the Swiss" as advertising on SRG channels, Swiss private TV stations and the advertising windows on the foreign channels RTL, RTL 2, ProSieben, SAT 1, Kabel 1, Vox, SuperRTL, MTV and M6. However, advertising that was originally intended for consumers in the country of origin and was not overlaid with Swiss advertising blocks was not counted as Swiss advertising in the analysis.
Women before menAccording to another result of the analysis, women in German-speaking Switzerland were exposed to advertising much more than men. Not only did they sit in front of the TV 12.6 percent longer on average than the male part of the population in 2004, they also consumed 384 minutes of advertising per month, 26.7 percent more than men (303 minutes). Advertising consumption is even higher among the target group of householders aged between 15 and 74, who by definition are at least partly responsible for shopping: They appear to deliberately seek out advertising, such as weekly promotions, as this is the only way to explain why they consume almost one and a half hours more TV advertising than the population average at 431 minutes per month. Managers, on the other hand, consume a relatively low level of 241 minutes of TV advertising per month.
The question remains as to what time of day the most advertising is consumed. PublicaData analyzed the representative month of May 2004 specifically for this purpose. The result is hardly surprising: most advertising is consumed between 7 and 10.30 p.m., i.e. during prime time. The total population sees 47 percent or a good 5 minutes of its total advertising usage in this time period, although only 18 percent of advertising is broadcast at this time. In contrast, the use of TV advertising between midnight and 12 a.m. is below average.
Deviations in French-speaking SwitzerlandSo far, we have only talked about the figures relating to German-speaking Switzerland, but TV advertising is also consumed in French-speaking Switzerland, and as much as in German-speaking Switzerland: the French-speaking population watches an average of 337 minutes of advertising per month.
However, there are astonishing differences between the younger age segments and German-speaking Switzerland: children in French-speaking Switzerland consume almost 30 minutes more advertising per month than their German-speaking Swiss peers. However, they also spend longer in front of the television: 95 minutes per day compared to 77 minutes in German-speaking Switzerland.
However, the age groups of 15 to 24-year-olds and 25 to 44-year-olds in French-speaking Switzerland behave differently: strangely enough, they consume significantly less advertising than their peers in German-speaking Switzerland. This is particularly surprising among 25 to 44-year-olds, whose general TV usage of 162 minutes per day is still 21 minutes higher than that of their peers in German-speaking Switzerland.
Incidentally, the differences between the sexes are also greater in Suisse romande. Women watch 19 percent more TV than men and consume 34 percent more TV advertising. In absolute figures: Men watch 285 minutes per month, women 382 minutes.
Strictly speaking - and this should be noted as a qualification - the PDAG survey did not evaluate TV advertising consumption, but merely the length of time during which advertising flickered into people's homes in 2004. It is not (yet) possible to determine with Telecontrol whether anyone was actually sitting in front of the TV during this time or whether the potential advertising consumers were taking a pee break.
These forms of advertising were examinedThe information that TV stations provide about the content they broadcast varies. Nevertheless, PublicaData (PDAG) was able to filter out 540000 advertising units from the 34 station logs analyzed last year. These can be divided into three categories: Firstly, classic advertising blocks, which in May 2004, for example, accounted for 85 percent of the broadcast advertising offer in terms of time. Secondly, continuous advertising programs such as TelesCoop (May 2004: 15 percent) were included, and thirdly, sponsorship inserts such as the sponsor clock before the SF 1 news bulletin (May 2004: 0.2 percent).
Interstitial advertising is included but not shown separately; certain special forms of advertising such as billboards or product placement are not included.
PDAG assumes that it has recognized 87% of all advertising units in German-speaking Switzerland and 81% in French-speaking Switzerland. No evaluation was carried out for Ticino. (mk)
Müller's hobbyhorseMore than a written report and a few graphics on the web at www.forschungsdienst.ch is currently not available from the PDAG evaluation. "We have not analyzed the matter in depth, knowing full well that there is still a lot of potential," says PDAG Managing Director Rolf Müller. He could imagine not only making general statements on advertising consumption, but also providing more detailed information on advertising use by channel and time of day.
It is also unclear whether PDAG will also evaluate the current year. "I believe that I will continue on this path, in any case the topic has become a kind of hobbyhorse for me," says Müller, who also emphasizes that everything is still in its infancy. (mk)
5 hours and 45 minutes: That's how long the average Swiss German spent watching television advertising in 2004.
While household heads (HHF) make intensive use of TV advertising, they care relatively little for cadres. Primetime is generally strong.
Markus Knöpfli
All of these figures emerge from a Telecontrol analysis carried out by PublicaData (PDAG) for the first time last year. It not only scrutinized the Telecontrol data, but also evaluated dozens of station logs in order to determine all advertising blocks and other forms of advertising (see box on the right) to the second. The result: In total, German-speaking Switzerland was exposed to at least 28,600 hours of TV advertising in 2004. However, only just over half (54.4 percent) of the advertising identified was intended for the Swiss. The share of Swiss advertising in the total advertising consumed was just 48% on average over the year. This means that of the eleven minutes of TV advertising consumed each day, people in German-speaking Switzerland only see around five and a half minutes per day of advertising that is actually intended for them. PDAG defines "TV advertising for the Swiss" as advertising on SRG channels, Swiss private TV stations and the advertising windows on the foreign channels RTL, RTL 2, ProSieben, SAT 1, Kabel 1, Vox, SuperRTL, MTV and M6. However, advertising that was originally intended for consumers in the country of origin and was not overlaid with Swiss advertising blocks was not counted as Swiss advertising in the analysis.
Women before menAccording to another result of the analysis, women in German-speaking Switzerland were exposed to advertising much more than men. Not only did they sit in front of the TV 12.6 percent longer on average than the male part of the population in 2004, they also consumed 384 minutes of advertising per month, 26.7 percent more than men (303 minutes). Advertising consumption is even higher among the target group of householders aged between 15 and 74, who by definition are at least partly responsible for shopping: They appear to deliberately seek out advertising, such as weekly promotions, as this is the only way to explain why they consume almost one and a half hours more TV advertising than the population average at 431 minutes per month. Managers, on the other hand, consume a relatively low level of 241 minutes of TV advertising per month.
The question remains as to what time of day the most advertising is consumed. PublicaData analyzed the representative month of May 2004 specifically for this purpose. The result is hardly surprising: most advertising is consumed between 7 and 10.30 p.m., i.e. during prime time. The total population sees 47 percent or a good 5 minutes of its total advertising usage in this time period, although only 18 percent of advertising is broadcast at this time. In contrast, the use of TV advertising between midnight and 12 a.m. is below average.
Deviations in French-speaking SwitzerlandSo far, we have only talked about the figures relating to German-speaking Switzerland, but TV advertising is also consumed in French-speaking Switzerland, and as much as in German-speaking Switzerland: the French-speaking population watches an average of 337 minutes of advertising per month.
However, there are astonishing differences between the younger age segments and German-speaking Switzerland: children in French-speaking Switzerland consume almost 30 minutes more advertising per month than their German-speaking Swiss peers. However, they also spend longer in front of the television: 95 minutes per day compared to 77 minutes in German-speaking Switzerland.
However, the age groups of 15 to 24-year-olds and 25 to 44-year-olds in French-speaking Switzerland behave differently: strangely enough, they consume significantly less advertising than their peers in German-speaking Switzerland. This is particularly surprising among 25 to 44-year-olds, whose general TV usage of 162 minutes per day is still 21 minutes higher than that of their peers in German-speaking Switzerland.
Incidentally, the differences between the sexes are also greater in Suisse romande. Women watch 19 percent more TV than men and consume 34 percent more TV advertising. In absolute figures: Men watch 285 minutes per month, women 382 minutes.
Strictly speaking - and this should be noted as a qualification - the PDAG survey did not evaluate TV advertising consumption, but merely the length of time during which advertising flickered into people's homes in 2004. It is not (yet) possible to determine with Telecontrol whether anyone was actually sitting in front of the TV during this time or whether the potential advertising consumers were taking a pee break.
These forms of advertising were examinedThe information that TV stations provide about the content they broadcast varies. Nevertheless, PublicaData (PDAG) was able to filter out 540000 advertising units from the 34 station logs analyzed last year. These can be divided into three categories: Firstly, classic advertising blocks, which in May 2004, for example, accounted for 85 percent of the broadcast advertising offer in terms of time. Secondly, continuous advertising programs such as TelesCoop (May 2004: 15 percent) were included, and thirdly, sponsorship inserts such as the sponsor clock before the SF 1 news bulletin (May 2004: 0.2 percent).
Interstitial advertising is included but not shown separately; certain special forms of advertising such as billboards or product placement are not included.
PDAG assumes that it has recognized 87% of all advertising units in German-speaking Switzerland and 81% in French-speaking Switzerland. No evaluation was carried out for Ticino. (mk)
Müller's hobbyhorseMore than a written report and a few graphics on the web at www.forschungsdienst.ch is currently not available from the PDAG evaluation. "We have not analyzed the matter in depth, knowing full well that there is still a lot of potential," says PDAG Managing Director Rolf Müller. He could imagine not only making general statements on advertising consumption, but also providing more detailed information on advertising use by channel and time of day.
It is also unclear whether PDAG will also evaluate the current year. "I believe that I will continue on this path, in any case the topic has become a kind of hobbyhorse for me," says Müller, who also emphasizes that everything is still in its infancy. (mk)
5 hours and 45 minutes: That's how long the average Swiss German spent watching television advertising in 2004.
While household heads (HHF) make intensive use of TV advertising, they care relatively little for cadres. Primetime is generally strong.
Markus Knöpfli
